This Crash Test Dummy Is Unemployed Now That Toyota's Cars Are So Safe

Ad Highlights Safety Features That Now Come as Standard

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Toyota is highlighting its cars' safety with the story of a crash test dummy who finds himself unemployed thanks to all the safety features that now come as standard on its cars.

A long form ad, created by Saatchi & Saatchi L.A., follows the dummy as he resignedly seeks out a series of new gigs to "fill the void" including skydiving, being a resuscitation model and a practice dummy for football. Nothing quite lives up to the "thrill of the crash," so he has to resort to something more extreme.

The spot is a part of a wider campaign for Toyota Safety Sense, its new suite of safety features that come standard on many new models. Two other spots that spell out more detail on the safety features. One features two Toyota safety engineers having an awkward moment when a group of working dummies overhears them say that they "probably won't need as many dummies anymore." Another spot centers on a crash test dummy taking up skydiving and telling his fellow skydivers how Toyota doesn't need him as much.

The spots were directed by Furlined duo Speck/Gordon ("Office Christmas Party," "Blades of Glory"), with the dummies brought to life by Legacy Effects (which worked on "Guardians of The Galaxy") and The Mill L.A.

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About

Credits
Date
May 15, 2017
Agency:
Saatchi & Saatchi Los Angeles
Chief Creative Officer:
Jason Schragger
Client:
Toyota
Executive Creative Director:
Fabio Costa
Executive Creative Director:
Chris Pierantozzi
Executive Director, Integrated Production:
Lalita Koehler
Director of Content:
Sara Seibert
Executive Producer:
Richard Bendetti
Director of Project Management:
Angela Montoya
Senior Project Manager:
Jessica Mesa
Project Manager:
Brett LaPlante
Executive Director:
Al Reid
Group Account Director:
Courtney Husk
Account Director:
Dianne Gee
Account Supervisor:
Rachel Greenlee
Account Executive:
Kaitlyn Roberts
Assistant Account Executive:
Priscilla Mon
Chief Strategy Officer:
Mark Turner
Managing Director:
Don Longfellow
Group Director:
Paulo Carvajal
Group Director:
Evan Ferrari
Director:
Amaya D'Amico
Sr. Connection & Insights Strategist:
Bryon Foote
Sr. Connection & Insights Strategist:
Taylor McKee
Executive Communications Director:
John Lisko
Communication Director:
Breanne Carpenter
Director of Integrated Business Affairs:
Keli Christy
Senior Integrated Business Manager:
Kathi Bolliger
Product Information Director:
Matt Hardesty
Creative Director:
Renato Braga
ACD Art Director:
Robyn Stern
Senior Copywriter:
Craig Lederman
Senior Integrated Producer:
Holly Otto
Music Supervisor:
Kristen Hosack
Broadcast Traffic Director:
Nadzyah Guillermo
Production Company:
Furlined
Director:
Speck /Gordon
Editing Company:
No6
Edit:
Graham Turner
Edit:
Isaac Chen
Finishing Company:
The Mill
Finishing:
Bill Higgins
Mix Company:
Lime Studios

See more credits

Tags
Category
Industry
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